24 October 2008 - 10:00The UK Tests & Destroys…

Below is an article on our new Test & Destroy website… Make sure you check it out for yourself by clicking HERE

“JCB LETS WEB USERS SMASH ITS PHONE WITH A HAMMER IN ONLINE CAMPAIGN”

Manufacturing firm JCB is aiming to prove the toughness of its mobile phone with an online campaign that allows sceptics to pummel it with a machine-operated hammer at the click of a mouse.

The campaign, developed by agency CreativeFeed, aims to prove the aptly named JCB Toughphone is practically indestructible.

CreativeFeed has set up a website - testanddestroy.com - that features the phone hooked up to a device designed to smash it to pieces.

Doubters can watch the device, a machine-operated hammer called The Destroyer, pound the phone every eight seconds.

Visitors are encouraged to make bets on how long the phone, which will be battered 10,000 times a day, will take to break. To prove the test is live visitors can also call the phone and see it ringing.

JCB licences the rights to name the phone, which is known as the Sonim XP1, in the UK market.

Once the phone is broken, visitors can watch other objects being demolished by The Destroyer, which took four weeks to make, and suggest other objects that could be put to the test.

The campaign has echoes of other recent campaigns such as Burger King’s Subservient Chicken, where users could command a man in a chicken suit to do different things, Cadbury’s series of TV ads showing Creme Eggs getting “gooed” and a Revel’s campaign to “evict” a flavour using a variety of methods.

· To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.

See full article HERE